TBWA\Zurich for Nissan: More Swissness and a New Term
With Nissan, TBWA\Zurich serves a client in the automotive industry. Three cross-media campaigns have already been implemented for this client.
For the launch of the new Nissan X-Trail e-POWER, the agency launched a nationwide campaign. This included OOH posters, online ads and location-based mega-posters in the largest Swiss winter sports areas.
The second campaign, "Nissan Mountain Days," underscores the diversity of the model range, which has very different mobility needs depending on the region. For the campaign, the agency added a large portion of "Swissness" to Nissan's global branding.
The third campaign that TBWA was able to implement for Nissan rotated on all possible channels in February and March. In the context of a 0.00% leasing campaign, all Nissan models were advertised, with which one drives electrified thanks to the brand's own technology "e-POWER" - and without ever having to take a charging break. To do this, they interpreted the term "unplugged" more broadly, which is now being applied thematically in a variety of ways and is to be established in the Swiss automotive vocabulary. "We want people in Switzerland to say they drive when they drive a Nissan," TBWA says.
To make the "unplugged" concept even more street-savvy in Switzerland, TBWA initiated and creatively manages a collaboration between Nissan and MTV Unplugged.
The legendary concert format is coming to Switzerland for the second time this year. And Stress, one of the most important Swiss rappers, is performing a series of unplugged shows as part of it. A campaign with various activations, especially on social media channels, puts the Lausanne rapper behind the wheel of Nissan.
TBWA\Buzz delivers the social content
The in-house Buzz social media unit provides content for Nissan's social channels.
Vhe responsible at Astara Mobility Switzerland (responsible importer Nissan Switzerland): Nicolas Carbonell (Marketing Director), Muriel Laporta-Asté (Head of Advertising & Media), Nicolas Gspan (Marketing Communications Manager), Kaled Haqparwar (Head of Digital & Customer Experience), Benjamin Merzbacher (Mobility Solutions Specialist). Responsible at TBWA\Zurich: Angelo Sciullo, Stephanie Seematter, Marco Kamber, Alisea Ferrara (creation), Jasmine Segginger, Shari Jork (consulting), Michelle Steinauer, Andrej Perko, Andrei Oros-Stanculescu, Lucas Germann (TBWA\Buzz), Fabrice Studer (TBWA\VIDO).
